Airtel Money Kenya’s parent firm has signalled a mobile money market price war with Safaricom’s M-Pesa in its effort to expand its local market share, saying that high market penetration limits room for organic growth in the country.
Kenya’s mobile money segment has for years been dominated by Safaricom’s M-Pesa, which enjoys an 88.8 percent share of total subscriptions that stood at 54 million in June 2026, compared to an 11.1 percent share for Airtel Money.
